RMB rolls out national study

National advertisers who want to know more than just the age and sex of the people who are listening to radio will soon have access to plenty of qualitative data, thanks to a national study co-sponsored by the Radio Marketing Bureau...

National advertisers who want to know more than just the age and sex of the people who are listening to radio will soon have access to plenty of qualitative data, thanks to a national study co-sponsored by the Radio Marketing Bureau and BBM Bureau of Measurement.

The first RTS Canada study will be in market this fall, with results available spring 2001.

The national study will build on the RTS Major Market surveys BBM has been conducting for the past few years in Toronto, Vancouver and Victoria. Beginning this fall, BBM will roll out the survey to the Calgary, Edmonton, London, Ottawa, Montreal and Halifax markets. As well, more questions of relevance to national advertisers will be included.

The sample size is 30,000.

John Harding, president of RMB, says he expects RTS Canada will become a key planning tool for media buyers.

"Knowing whether an individual is an automotive purchaser, beer drinker or someone who buys toothpaste, and understanding the media habits and lifestyle features of that individual when it comes to planning radio buys or radio in conjunction with other media, means planning [will be] better."

David Bray, senior vice-president of RadioWorks, a division of Toronto-based agency Hennessey Bray & Reade Communications, says that radio research, as embodied in the RTS Major Market surveys, has come much farther than television research.

He says that, even with people meters, TV data is still very much based on demographics.

Unfortunately, Bray says, many buyers and sellers of radio in markets where qualitative data are available are still basing their purchase on demographic GRPs – something that’s not in the best interest of the client.

"They should be buying on the product usage data cross-referenced with the demographics. If you’re Blockbuster, don’t you want to know how many listeners of a radio station rent five-plus movies a month?

"To me, that’s far more telling than how old they are."

In Brief: The Garden picks CDs to take on daily creative leadership

Plus, Naked names two new leaders of its own and Digital Ethos comes to Canada.
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The Garden promotes two creative directors

ACDs Lindsay Eady and Francheska Galloway-Davis have taken over responsibility for day-to-day creative leadership at The Garden after being promoted to creative director roles.

The pair will also help develop the agency’s creative talent, formalizing mentorship and leadership activities they have been doing since joining the agency four and three years ago, respectively. In addition to creating the agency’s internship program, the pair have worked on campaigns for Coinsquare, FitTrack and “The Coke Challenge” campaign for DanceSafe.

Eady and Galloway-Davis will continue to report to The Garden’s co-founder and chief creative officer Shane Ogilvie, who is stepping back from daily creative duties to a more high-level strategic role, allowing him to focus on client relationships and business growth.

Naked Creative Consultancy names new creative and strategy leadership

Toronto’s Naked Creative Consultancy has hired Yasmin Sahni as its new creative director. She is taking over creative leadership from David Kenyon, who has been in the role for 10 years and is moving into a new role as director of strategy, leading the discipline at the agency.

Sahni is coming off of three years as VP and ECD at GTB’s Toronto office, where she managed all the retail, social and service creative for Ford Canada. She previously managed both Vice Media and Vice’s in-house ad agency Virtue.

Peter Shier, president of Naked, says Sahni’s hiring adds to its creative bench and capabilities, as well as a track record of mentorship, a priority for the company. Meanwhile, Kenyon’s move to the strategy side, he says, makes sense because of his deep knowledge of its clients, which have included Ancestry and The Globe and Mail.

Digital Ethos opens a Toronto office

U.K. digital agency Digital Ethos is pursuing new growth opportunities in North America by opening a new office in Toronto.

Though it didn’t disclose them, the agency has begun serving a number of North American clients, and CEO/founder Luke Tobin says the “time was right to invest in a more formal and actual presence in the area.” whose services include design, SEO, pay-per-click, social media, influencer and PR,

This year, the agency’s growth has also allowed it to open an office in Hamburg, Germany, though it also has remote staff working in countries around the world.

Moray Hickes was the company’s first North American hire as VP of sales, tasked with business development in the region.